Brilliant Inc relocates and upgrades London flagship

British jewellery retailer Brilliant Inc has relocated its London flagship store to a bigger location in Chelsea to meet increasing demand.

Officially launched on February 10, the new store is located on 320 King‘s Road, Chelsea and has a space of 953sq ft.

Founded in 2005 by sisters Emma Canning and Dervla Cogan, Brilliant Inc opened its first boutique – also in Chelsea – and has since earned a favourable reputation among celebrities and shoppers in the upmarket district, partly due to its ethically-produced diamonds.

The new relocated store on King‘s Road continues to be Brilliant Inc‘s only bricks-and-mortar shop, but they also trade directly to consumers on their website.

“We are thrilled to be opening our new larger new store on the iconic Kings Road, the location is a perfect springboard for us build upon our previous success, and further interact with an established customer base,” Cogan said.

The building which Brilliant Inc now occupies is owned by the Sloane Stanley Estate, which also owns and manages scores of residential, retail and commercial properties on King‘s Road and Fulham Road.